When I train MOBE consultants, I make one thing very clear: Choose one traffic source and stick with it until your company starts to grow.
The training courses I created teach consultants and other business students…
…about several traffic channels that they can use to bring people to their sales pages, including Facebook, YouTube, Google AdWords, and solo ads.
A lot of people prefer to use solo ads because they seem to be the easiest option.
Here’s how a solo ad works: If I were a provider and you were my customer, you would pay me to send your email to my list of online contacts and endorse your product or service.
If I was actually in the solo ad business, I’d be able to charge you tens of thousands of dollars for the service I provided because I know my contact list is very valuable, not to mention my personal endorsement.
A lot of solo ads you can buy are complete garbage, unfortunately. At MOBE, we use larger solo ad providers that have a good reputation and a high-quality mailing list.
Finding those providers took time and careful research, so if you want similar results you’ll need to take just as much care in your marketing.
3 Criteria for Choosing a Solo Ad Provider
1. Validate the List
Ask the provider how many new names are added to the list every month, and how they are vetted. If the list is several years old, it’s a lot less valuable. Ideally, the list should be made up of people that subscribed hoping to learn more about products like yours.
2. Consider the Pricing Options
Some providers will charge you a fixed price to send an email blast to their list. Others prefer to charge by the click. You’ll have to estimate which is going to cost you more, but don’t be afraid to pay more for higher value. If the price seems too cheap, consider that a warning sign of low-value contacts.
3. Test the Vendor
You can’t know ahead of time how well a particular solo ad will perform, but you can’t let that stop you from advertising. If the provider has a good reputation and a reasonable price, go ahead and use them.
Once the emails are sent, you need to carefully track your return on investment (ROI). I personally like to test out a few vendors at one time, track the ROI, and then reallocate that total amount of money into the most successful channel.
Fixed Price or Pay-Per-Click?
Choose the payment method that gives you the most value for your money. The following strategies are used by my own marketing team to suit either method and spend the least money for the most leads.
If you are paying a fixed price, you should tailor your email copy to capitalize on the audience’s curiosity. Pepper the email with links, and tempt readers with a line such as this: “I made $274 yesterday and it only took me ten minutes.”
You’ll have higher click-through rates and expose more leads to your actual product pages.
On the other hand, if you are paying per click, you want a smaller number of higher-value clicks. Instead of quantity, you should attract clicks only from people that are very likely to buy what you’re selling.
A great way to attract targeted clicks is to show the product price up front. You’ll stop freebie-seekers this way, since everyone following your link already expects to pay for the product. At this point, they just want to know more.
Always Keep Testing
Don’t sit with one solo ad provider for years without testing out different options. Though you might lose money in the short-term, testing different vendors can mean the difference between spending $0.62 per conversion, and $4.55 per conversion in the long-term.
Solo ads can be a great way to capture leads and make sales, but only if you put in the time to find a quality provider. Don’t go in blindly and expect to make big money with minimal effort! Do your research, run your tests, and always keep track of your ROI.
Article curated from MOBE